To market to Gen Z, one must first understand whether they want to drive. Although 47% of 18-26 year old respondents in our Automotive Fandom Report do not own a vehicle now, the desire to get behind the wheel ticks up within just a few years. With that in mind, here’s what marketers and brands need to know about the kind of driver Gen Z is and how to reach them where they are in their current life phase.
This study included more than 1,600 survey respondents, as well as in-person discussion groups and social media research, with the aim of understanding generational attitudes towards driving, auto brands, and car purchasing.
Top of Mind
So, what factors are driving vehicle purchases for Gen Z now? Our latest research found their primary considerations are functional and cost-centric, including factors like reliability and fuel efficiency. Add to this the fact they’ve lived through a pandemic at such a pivotal time in their transition to adulthood and the general economic climate for young people, and it’s easy to understand their pragmatic approach to such a high-ticket item.
Down the Road
As we mentioned previously, Gen Z hasn’t given up on owning their respective dream car in the future. It just might not come as soon for them as it has for previous generations, but vehicle ownership still plays a role in their aspirational identities. In fact, 28% of respondents say owning their dream car will make them feel like they’ve “made it.”
EVs were high on the list of “dream” vehicles, so it’s no surprise that climate change, at 58%, was also high on the list of causes important to Gen Z. One in four said, “My friends would shame me for having a gas-guzzling vehicle.” Conversely, 40% said they were interested in EVs but didn’t think the EV infrastructure was quite ready yet.
One More Thing
When asked what’s stopping them from buying a car, 13% of Gen Z said driving is too dangerous, and 22% said they are not confident drivers. Even more staggering is that 36% don’t think they are good drivers, higher than any other generation. This suggests automakers should consider placing more emphasis on safety and driver assist features when marketing to this generation (and to their families).
What Next?
Gen Z’s delayed entry into the car driving and buying scene demands savvy marketing strategies that lay the foundation for brand breakthrough and lasting loyalty. Here are a few thought starters to rev up your approach:
Till then, contact MarketCast directly to get a full readout of our Auto Fandom Report.